Hold on to your headphones, music lovers! Justin Bieber, the Grammy-winning superstar, just dropped his seventh album, titled Swag, out of nowhere. Fans woke up on Friday, July 11, to find the 31-year-old’s latest project already making waves.
Sources close to the singer say this album is deeply personal for Justin. One insider told a major entertainment publication that Swag is almost like a mixtape, something Justin had wanted to put out for a while. Don’t worry, a more traditional pop album from his label is still on the way early next year.
Just the day before Swag landed, an industry expert hinted at this surprise release. They revealed that photos Justin shared on Instagram, showing him with his wife Hailey Bieber and their 10-month-old son, Jack, were actually sneak peeks of the new album’s artwork. The pictures show a relaxed Justin, sometimes shirtless or in a simple white tank and loose jeans, enjoying time outdoors with his family.
A Global Rollout
Leading up to the release, Justin built buzz with billboards appearing worldwide. These included spots in Iceland, where he recorded music earlier this year, and major cities like Los Angeles and New York City. The billboards displayed the album’s name, Swag, alongside cool black and white photos. They also gave fans a first look at the 21-song tracklist, featuring titles like "Go Baby," "Dadz Love," and "Forgiveness."
This unexpected album marks Justin’s first studio effort since Justice, which came out in March 2021. That album gave us huge hits like "Peaches," "Holy," "Ghost," and "Anyone."
Behind the Scenes
In recent months, Justin’s actions on social media worried many people. He finally addressed these concerns in June through a series of Instagram posts.
"Stop asking me if I’m okay. Stop asking me how I am," he wrote to his followers. "I don’t do that to you. Because I know how life is for all of us. It’s hard." He added, "Let’s encourage our people not to project our insecurities on others. Your concern doesn’t feel like care, it’s just oppressive, very weird."
Justin also admitted that he knows he’s "broken," asking, "Don’t you think that, if I could have fixed myself, I would have already?"
A source shared in June that Justin has been "feeling lost recently." They explained he’s navigating many changes in his life, both at work and at home. This includes pushing his music career forward after parting ways with his long-time manager, Scooter Braun, in 2023.
"Dealing with fatherhood, trying to put out new music, and the reappearance of past traumas has meant a lot for him," the insider stated.
Despite the ongoing public chatter about Justin’s well-being, his representative spoke out in April. They said, "As Justin forges his own path, these unnecessary stories and incorrect assumptions will continue. But, that will not deter him from staying firm on the right path." It seems Swag is a strong step on that path.